“Since 1976, Dedar, the historical Milan-based company of fabrics and wallpapers, has been matching its deep knowledge of craftsmanship with a continuous stylistic experimentation, and its passion for precious fabrics with a taste for chromatic wealth”.
Nicoletta Balzaretti, Marketing Director tells us how the Italian company works.
– What is the history of Dedar wallpaper?
Dedar made its début in the wallpaper world in 2008, with the VICEVERSA Contemporary Wallpaper collection, which had its own distinctive sign of bold motifs and proportions in which the inspiration is re-interpreted graphically and in the colours. The new decorative paper was easy to replace, flame-retardant, and with easy maintenance. Later, in 2010, the BAMBU collection was introduced as a paper made of a fire-retardant and light-resistant vinyl, which acquired depth and thickness. The material reliefs were brought out by light metallic reflections, and the treatment was a special embossing process. Two years later, the WOW collection was introduced, and the traditional “surface printing” technique was reinterpreted and perfected to strongly and deeply express the contemporary graphics and the full and broken lines. The colours were applied onto non-woven fabric just like a colour patina, the slight inaccuracies gave the design added naturalness, and the lines were soft, as if hand-painted. In the collection of latter years, tradition and contemporary spirit come together in the RAFIA & METALLO textiles. The structures are freely inspired by the raffia intricacies of typical Japanese homes. Yarns, fabrics on jacquard frames, and later coupled with non-woven fabric, keep the irregularities and delicate lustre of the raffias. They are durable, and treated for even easier maintenance. The motifs of plant and mineral origin, geometries, irregular streaks, and iconic craftsmanship, are all reflected in the warm ranges of straws and tobacco, enlightened by vivid and intense colors, and illuminated by metal effects.
– How do the drawings of wallpapers and fabrics come about: what studies and research works lay behind them?
Creativity and research are the two sides of the same process, which sets out to achieve technical and aesthetic excellence. The production of a product requires over a year, and sometimes the development process also requires several years of testing and experimentation, such as when innovative techniques are combined with crafts processes, and natural fibres with technological yarns or wire. “We live in the world, and it is the world which inspires us”. On the one hand, it’s important to have a personal preference that gives a precise impression; on the other, it is the surrounding environment which guides a path. It’s precisely this freedom of inspiration that characterizes the variety of Dedar designs.
– On referring to the designs of some wallpapers, are we talking about Art in its own right?
I remember the recent Dedar project, to celebrate its 40th anniversary (1976-2016). The company brought two artists – Martino Gamper and Brigitte Niedermair – back together to create “Screenshot”, an unconventional and innovative wall product. It is a conceptual photography that sums up 500 years of blue in figurative art, a still image obtained by capturing screenshots of photographs of works by Giotto, Van Gogh, Klein, Picasso and Matisse that were searched online and downloaded with a slow internet connection. The result was printed on fabric (Dedar Tabularasa), and a series of panels were created that combine the concept of wall covering with the world of 3D design.
– What is the trend of the moment?
The fashion of the moment speaks clearly: in interior decoration, wallpaper is the new trend. After a few years of minimalist white-painted walls, wallpaper is enjoying a new popularity. The reasons for this are its functionality and versatility. New wallpaper design explores the imagination, with bright, intense colours, bringing innovation and research into new textures and technical materials, which are waterproof and fire retardant, or simply more connected to the tactile experience. Thus, a range of options can be explored for using wallpaper also in places never previously considered: not only in living rooms but in bathrooms, kitchen, children’s rooms.
Cover – 2008 Brio
1 – 2012 Alabastro – ©Andrea Ferrari
2 – 2014 Amoir Libre – ©Andrea Ferrari
3 – 2014 Wow